But Enrico Schaefer says he made an exception to this policy in order to get back at an unidentified Traverse City, Mich., competitor he refers to as “annoying law firm” in a post on his Greatest American Lawyer blog.

By prominently displaying his law firm’s name and a partial roster of its clients on a billboard adjacent to the offices of the unidentified firm, he hopes to provide some payback to this “perpetual annoyance through the years,” Schaefer writes.

“They get to look at it every day. I get to smile thinking about them looking at it and knowing that, even after it comes down someday, ‘it can always go back up.’ “